Presentation By: Danielle Davis, PJ Witt and Pat Fox

CIAO BELLA GELATO

ADVERTISING PROBLEM

The brand Ciao Bella is slightly more upscale then the local Starbucks, meaning it should be placed in a mall or shopping center with more upscale stores. .

One of Ciao Bella’s problems is that they do not have any pre-existing stores in Florida, Georgia, Alabama or Texas.

Although they are not a new product, they may have to create more brand awareness for the success of Ciao Bella.

TARGET AUDIENCE

Women ages 20-early 40’s

Health conscious

Innovators and thinkers

Young, upper-middle class families

KEY SELLING POINT

Ciao Bella Gelato is a pleasure that’s not so guilty. Their gelato is a delicious, lighter and healthier treat.

MEDIA PLAN

Magazines

Health Self Women’s Health Shape Men’s Journal O, The Oprah Magazine Family Fun Reader’s Digest Good Housekeeping Southern Living

Radio Stations

Country

Pop

Disney

Classic Rock

TV Stations Local Stations for each city

NEW CIAO BELLA LOCATIONS

Atlanta, FL- Peachtree Road

Birmingham, AL- The Summit Shopping Center

Dallas, TX- North Park Mall

Ft. Lauderdale, FL- Riverwalk

Houston, TX- Galleria Mall

Jacksonville, FL- St. Johns Town Center

Miami, FL- Bayside

Naples, FL- Waterside shops

Palm Beach, FL- 150 Worth

RADIO AD

TV AD“GELATO, MR. RIGHT”

STORYBOARD

Girl 2 Girl 1

Girl 1 : (Sniffling) “He said it just Girl 2: I think it’s timewasn’t going to work out… you meet someone new.

STORYBOARD

Girl 2: This guy is smooth, rich, Girl 1: You mean bodyfat? and sweet. Oh, did I mention he’s Italian! And, he’s only got Girl 2: Nuh uh…12% butterfat.

STORYBOARD

SFX: Song begins: Girl 1: (Laughing)(Happy Together by The Turtles)

STORYBOARD

Girl 1: (Smiles)

Girl 1: (Smiles)

STORYBOARD

SFX: Sound of horse galloping

Girl 1: (Facing gelato)

Maybe you are Mr. Right.

STORYBOARD

ANNCR: Ciao Bella Gelato, Taste what you’ve been missing!

THERE’S AN APP FOR THAT..

Ciao Bella

NON TRADITIONAL

New iPhone app for Ciao Bella Gelato

Also compatible with the new iPad

NON TRADITIONAL

Create your own combination

Choose the location closest to you

Send your order in

Pick it up at your convenience

CREATE YOUR OWN GELATO

An extra incentive to download the app

Create the next flavor for Ciao Bella

Enter in the “New location, New flavor” sweepstakes to create your own gelato flavor by June 15, 2010.

Go to www.ciaobellagelato.com for official rules and how to enter.

Ciao Bella Gelato, “Taste what you’ve been missing!”

What’s your flavor?

PRINT AD AND DIRECT MAIL

CIAO BELLA GELATO

Taste what you’ve been missing!